A book from a class that was foundational in my academic career
I was fortunate enough to attend a capstone competition for an advertising class here at the J School (which I attend). The outcome of their hard work (as well as that of their instructor and some support staff) was truly remarkable.
It reminded me of something long forgot about a degree in journalism. No matter what the emphasis –news, advertising, PR, or academic– research skills rank high the core skill set. While it may not be academic, market research skills are just as valuable and just as tough to develop.
I am reminded of my own undergrad “search strategies” class, and really made me long for the classroom.
Addendum: OK, it’s not all about research.
